Viral TikTok videos of Lis Cosmetics shoplifting – NBC Bay Area

A Contra Costa County business is warning thieves by posting a video of thieves stealing on TikTok.

The company said its social media strategy was working: thefts were down, sales were up and videos were going viral.

“We're not going to call the police over a $15 pack of lashes, but at the same time, we need to protect ourselves and find ways to improve so theft doesn't become an even bigger problem,” said Edwin Ramirez of Lis Cosmetics in Concord.

Owner Hilda Lisbeth said thieves were mainly taking eyelashes. The store began locking up the goods, but the thefts continued.

Ramirez, Lisbeth's son, came up with another deterrent measure by posting the suspected thieves on TikTok.

“Just as they improved their tactics to steal, we also had to improve our tactics to stop stealing,” Ramirez said.

The TikTok videos have been viewed millions of times and have gone viral, leading to numerous sales and online orders.

Ramirez said that after watching the TikTok videos, people came to the store to offer their support and make purchases.

There is a sign at the entrance to Lis Cosmetics warning potential thieves of the consequences.

“It's sad that it has to come to this for them to stop stealing, but sometimes you have to hold them accountable,” Ramirez said. “And that's what we need to do now.”

The mother-son duo said shoplifting had dropped from every other day to every other week – almost a complete change.

Raj Mathai speaks with Edwin Ramirez and Hilda Perez of Lis Cosmetics about their new plan to end shoplifting.